Purpose. The literature contribution on CBE suffers several limitations and the topic is still under-conceptualized and, consequently, under-investigated. The article provides a theoretical contribution in terms of which are the main theoretical advancements that CBE literature is giving to the overall marketing theory. Methodology/Research design/Approach for empirical investigation. The empirical study, proposed in this paper, adopts a qualitative marketing research approach to explore the topic of CE mainly at a brand level and under a theoretical perspective. A content analysis has been implemented on a corpus text created selecting the discussions and conclusions’ paragraphs of 64 articles on consumer brand engagement topic published (from 2011 to 2019) on important international marketing journals. Expected Findings and Originality. The expected finding is a better understanding of consumer brand engagement role in marketing theory rationalizing and systemizing the theory rather than contributing to create further definitions or conceptual models. The originality lies in the adoption of a text mining analysis focalizing on only discussion sessions. Research Implications. Advancement in theorizing CBE and brand theory.